Prepare your year-end sales with Pinterest

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This week, we caught up with Enoch Lam, Partnerships Manager at Pinterest. He shares how Pinterest can be a great ally to highlight your products as the festive season and end-of-year sales approach (Black Friday, Christmas, etc.).

Hey Enoch, can you introduce yourself to our readers?

Hi there! My name is Enoch Lam and I’m a Partnerships Manager at Pinterest focusing on all things e-commerce. I’m responsible for managing relationships with Pinterest and shopping partners like Lengow. Fun fact about me: I named my dog after a tracking pixel.

How can Pinterest help merchants to offer a quality shopping experience in the current context?

Our mission is to bring everyone the inspiration to create a life they love. Over 440M Pinners around the world come to Pinterest to find ideas to spark inspiration. In France, Pinterest reaches 1 in 3 mothers, 39% of millennial women, 1 in 5 millennial men, and 30% of millennial men.

A positive environment is becoming increasingly important for brands. Pinterest offers a quality shopping experience because we’ve intentionally created an inspirational space for Pinners and Brands. In fact, 91% of Pinners say that Pinterest is filled with positivity. Pinterest has a long history of supporting content that puts a smile on your face and is safe for your brand. We were one of the first companies to ban misinformation about COVID-19, we’ve banned election ads and we also restricted culturally inappropriate Halloween costumes. We’ve also joined the Global Alliance for Responsible Media, an industry body dedicated to responsible digital advertising because we know it pays to be positive.

If you want to learn more about Positivity in Pinterest read our latest white paper “It pays to be positive”.

*GlobalWebIndex 2019 Q1-Q4, France – ** Talk Shopper, US, Emotions, Attitudes, and Usage Study, Dec 2018

Can you tell us a little bit more about Pinterest shopping tools (Collections Ad Format, Pinterest Lens, etc.)?

Absolutely. In September, we launched shopping in the UK. This means Pinners can now shop within a home or fashion Pin, shop their results, shop from their boards, and shop inspiration they see in the real world through the Pinterest Lens camera visual search.

Storefront Profile (1)

Other tools that are available in all of our monetized markets include:

Catalogs: This is the first step in unlocking Pinterest Shopping. Once a merchant uploads their product feed by using partners like Lengow, product pins will automatically be created. Then merchants will be eligible for organic features like a shop tab on their Pinterest business profile and organic distribution.

Pinterest Tag: Track web conversions, build audiences, and optimize those conversions.

Collections Ads: This is a new ad format that was released earlier this year to show your entire collection of products. In October, we updated the ad format to use your product catalog to show your entire collection of products.

Shopping Ads: Promote your products to reach more Pinners.

Dynamic Retargeting: Reach Pinners already interested in your products.

Collection ad hero image

What is your advice for brands and retailers looking to succeed in the festive season?

We expect the holidays this year to look very different from previous years. Not only did holiday trends start earlier this year, but we’re also seeing much higher conversion volumes compared to previous years. If a merchant hasn’t already started Holiday, they may even be late.

40% of the people we surveyed said they’ll be “celebrating on a budget” this year. Meet them where they are with “early bird” discounts well ahead of shopping events like Black Friday and Cyber Monday.

Visit our Holiday Hub for best practices and creative thought-starters.

 

Naomi Botting

Communications Manager - UK/NORDICS